What we've been reading in July
A roundup of the latest community, publishing and digital content insights we’ve spotted this month.
The evolution of today’s media landscape
The pace of innovation and change in the world of media is showing no signs of slowing down, so the FIPP (via What’s New In Publishing) asked industry leaders, ‘What are the big trends of the European publishing sector right now?’. Here’s their responses.
Influencing the millennial audience
“An overwhelming 84% of millennials distrust traditional advertising, according to a study by the McCarthy Group.” Publishers should have an understanding of how to target a market which is expected to spend more than $1.4 trillion next year. Publishing Executive asks, should media distributors be focusing on influencers to reach this audience?
An innovative approach to product development
Sometimes you have to take a ‘suck it and see’ approach to progression, as Bloomberg Media demonstrated with the launch of their new product, ‘Work Wise’. Bloomberg’s aim was to gauge the appetite for workplace and career advice content, particularly among their younger readers. Digiday has the story on how this “test-and-learn” process went.
Successful communities are generative
Communities with advanced strategies achieve self-generating, emergent growth, resulting in compounding value (and often a high ROI). The Community Roundtable's tenth annual ‘State of Community Management’ report highlights the benefits of online communities and the numbers behind their purpose.
"You can’t step up to pilot the plane while still serving drinks in the cabin."
If your job is to build the community, you cannot be the Community Strategist too. As Richard Millington explains, it is a separate role in it's own right which deserves it’s own resources.